It's Called Fashion!: Amelia Gray Stars in CHIMI Campaign

It's Called Fashion!: Amelia Gray Stars in CHIMI Campaign

BYAndrew NguyenMay 24, 2024

"It's Called Fashion" is PAPER's monthly roundup of the newest arrivals, capsules, collaborations and campaigns. Keep scrolling to see May's biggest fashion news.

Stockholm-based brand CHIMI released sleek, one-of-a-kind sunglasses with Amelia Gray as the face of the campaign. The style, simply called "One," is cast in one nylon piece with zero edges as an homage to natural elements and sculpted by the natural form of gravity.

"One is our most innovative project to date. The eyewear is inspired by the shapes and movements of nature's elements and Thibaut seamlessly translated this in the shoot through motifs of sand, water and wind," co-founder and creative director Charlie Lindström tells PAPER. "One is a sculptural, form-free design, and I’m thankful the campaign boasted a similar flowing journey. We chose Amelia to be the face of our campaign since she represents a fresh perspective from a new generation in the fashion industry. Amelia perfectly embodied the essence of One and we’re grateful for her and Thibaut Grevet for making the vision a reality."

Available now at

Photography: Thibaut Grevet

With its latest Lady Dior campaign, Dior just added another powerhouse to its roster of ambassadors: Rosalía. Normally seen in more avant garde looks, the brand pared things back with the Grammy Award-winning musician in muted colors and black-and-white to simply capture her aura. The images, shot by Collier Schorr, hope to pay tribute to the relationship between fashion, live performance, the stage and music.

Photography: Collier Schorr

Jennie Made Sunnies With Gentle Monster

In their third collaboration, Gentle Monster and Jennie introduced Jentle Salon: a collection eight frames that are customizable on the temples with 11 different detachable charms, like capybaras and clouds. Along with the release, the South Korean brand opened pop ups in 13 cities worldwide, each with a giant unicorn decorated with hairpins.

Photography: Petra Collins

QUAY Introduces the SZA Edit

Eyewear brand QUAY announced its partnership with SZA, featuring an exclusive edit of the brand's spring collection through the musician's lens and a campaign called "Sides of SZA." The edit itself includes eight sunglass styles — like a Y2K-inspired rimless style with apricot tinted lenses and SZA’s personal favorite, which is a studded, oversized, wraparound style with gold frames and gradient lenses.

"When I think of QUAY, I think confident, playful and stylish," said SZA in a press release. "This edit with QUAY has been an incredible opportunity to partner on. Self-expression is in our nature — I hope fans feel empowered to make their own rules and find styles that resonate with all the different sides of them." Hero pieces include TTYL, a Y2K-inspired rimless style with an apricot tinted lens, and SZA’s personalfavorite, ON SET, a studded, oversized, wraparound shade featuring a brush gold frame and gradientlens.

Available now at

Photos courtesy of QUAY

Coachtopia Launches Upcycling Campaign

Coachtopia launched a campaign starring and featuring work of four upcycling designers: Anna Molinari, Tade Leye, Zizi Zeng and Sabrina Lau — each put their own spin on the brand's Ergo bags and tees.

NYC-based designer Molinari embellished leather Ergo bags with grommets; UK-based designer Leye embellished crinkle patent leather Ergo bags with spikes made with 100 percent recycled PET plastic; Chinese NYC-based fashion blogger and student Zeng embellished crinkle patent Ergo bags with lace bows; and NYC-based graphic designer Lau created new bow graphics for recycled cotton tees.

Photos courtesy of Coach

Chloe Cherry Stars in Campaign for Ian Charms and Le Specs Collaboration

Ian Charms, a woman-owned handmade jewelry company based in LA, launched its collaboration with Le Specs on a sunglasses collection that blends playful beads and Y2K-inspired designs — think bright crystals and 3D-molded metal stars and fun colors. The five styles are all on full, campy display in a campaign starring Chloe Cherry.

Photography: Blaise Cepis

Burberry Rings in Summer and Celebrates the Rocking Horse Bag in Two New Campaigns

Burberry released its campaign images for "Burberry Summer," featuring a curated selection of pieces perfect for hot days. Shot by Harley Weir and Marie Valognes in Ibiza, the collection features the brand's iconic check in new sand and lichen colorways and the Equestrian Knight Design on swimwear, t-shirts, dresses, bags and beach towels. Summer trench coats, inspired by Burberry's archive, come with belted waists and iridescent finishes. Jackets are made from lightweight twill and nylon fabrics for cooler nights, and shoes include sandals with quilted insoles, leather sneakers and espadrille wedge heels.

The brand also shared its new campaign in celebration of the Burberry Rocking Horse bag, a new icon. The bag was captured on brand ambassadors Bright, Jun Ji-Hyun and Tang Wei, as well as actress Asami Mizukawa and models Lily Donaldson and Nora Attal. The Rocking Horse has rein-inspired straps and a curved shape, reflecting the actual childhood toy its named after. A new Burberry motif is also showcased with a lowercase "b." And of course, the Equestrian Knight Design is embossed on the back of the bag, and the check is featured inside selected styles.

Photos courtesy of Burberry

All Blues and Dover Street Market Ginza Release Limited-Edition Book and Capsule Collection

Swedish jewelry brand All Blues teamed up with Dover Street Market Ginza (DSMG) on a capsule collection and limited-edition book, Tokyo photographed by Nils Junji Edström, guided by Dover Street Market Ginza, published by All Blues. The first part of the book includes photographs of the Japanese metropolis captured by Swedish-Japanese Tokyo-based photographer Nils Junji Edström, followed by a city guide curated by DSMG. The All Blues capsule includes five pieces — a bracelet, ring, ear cuff and two pairs of earrings — made in Stockholm from recycled 925 sterling silver and is inspired by the DSM logo.

"The book embodies the essence of what our brand represents; All Blues is shaped by our friends' unique perspectives, and this project is a homage to creative collaboration," All Blues' founder Jacob Skragge said in a press release. "When I first visited Tokyo ten years ago, I was struck by its energy, character and vibration. The book is a celebration of the multifaceted layers of the city, and I hope it provides a distinctive view on a culture that we have fallen in love with.”

Available at DSM Ginza, London, NYC and LA and at and

Photos courtesy of All Blues

Versace Unveils Versace Mercury Sneakers

Versace announcned a brand new unisex sneaker called the Versace Mercury, made of 86 components that are cut and stitched together. The futuristic sneaker is made from premium calf leather. The Versace Mercury M_VS_01 will be available in all-black and all-white colorways. Special editions include the Versace Mercury M_VS_02 with rhinestone appliqués in black-silver and dusty pink-silver. And the Versace Mercury M_VS_03 includes a white-silver-gold base and replaces the rhinestones with a knotted upper, attached to the same netting featured in the Mercury M_VS_02.

The full Versace Mercury sneaker collection, including special editions, will be available in limited numbers on June 4th at select boutiques worldwide and, and will follow a wider release at a later date.

Photos courtesy of Versace

Zara and TwoJeys Release Capsule Collection

TwoJeys, a men's jewelry start-up brand founded in 2019 by Barcelona-raised Biel Juste Calduch and Joan Margarit, and Zara made a capsule collection for hedonistic pleasure-seekers. The TwoJeys x Zara collection includes hand-tooled jewelry including chains, rings, key rings and bracelets with motifs like rearing stallions, gambling chips, dice, feathers, cameos and the brand’s two stars logo for cowgirls and cowboys. There's also collection of clothing and accessories inspired by US motor culture and Western equestrian heritage. The campaign was shot by Glen Luchford and starring Evan Mock and Iris Law.

"TwoJeys is a state of mind," said Biel in a press release. "Joan and I first imagined it during a fever-dream journey down Route 66 in California. Down the road we could never find any jewelry that captured the essence of our life on the highway, so we decided then and there to make it for ourselves." Joan added: "This collection we’ve made with Zara is about using our lives and our energy to the max. It’s not delicate, it’s not cautious, it’s not shy: life moves at top speed, and so does TwoJeys."

Available now at select stores and

Photography: Glen Luchford